InsideView has expanded its CRM Intelligence Platform beyond sales and account management to help enterprises solve marketing challenges, with the launch of InsideView for Marketing.

Although InsideView for Sales was "our first and our strongest product," according to Chief Marketing Officer Brian Kelly, customers expressed the need for greater insight into leads in their CRM platform and, increasingly, their marketing automation system. When used with InsideView for Sales and InsideView for Account Management, InsideView for Marketing is designed to pad out lead records with the latest information about businesses and individuals.

One early user, MasterControl, a document management software company, is augmenting raw leads derived from its Web site, events, and other marketing programs with the verified contact information supplied by InsideView for Marketing from the 30,000 data sources it analyzes. According to Sarah Cowley, MasterControl's sales development manager, the platform will be used to "provide more complete, quality leads to our marketing and sales teams" to ultimately drive stronger close rates.

A key reason InsideView eyed marketing performance to begin with is because the marketer's role has shifted. "Marketing is no longer just in the business of building a brand or measuring NPS [Net Promoter Score] or other soft metrics," comments Marc Perramond, vice president of products for InsideView. "They're really focused on driving revenue and being able to attribute revenue to marketing's efforts."

Early users of InsideView for Marketing have noticed an average increase of 11 percent in marketing-qualified leads from Web forms, as well as a 64 percent increase in leads accepted by sales. The platform is now integrated with the Salesforce.com CRM system with planned releases for Microsoft Dynamics, SAP, Oracle, and SugarCRM systems later this year.

InsideView for Marketing will be offered as an independent product, "although we'll obviously have a headstart with our install base in sales," Perramond adds. "We've seen a lot of [interest in] gaining marketing and sales alignment" and driving the same information set across multiple departments by the 11,000 enterprises that use InsideView CRM Intelligence products.